Are link directories still effective? is there a risk?

[binpress]

We've contracted a traditional SEO firm, mostly for link building. As part of their plan they want to submit our site to a large list of link directories, and we're not sure if that's a good option. As far as we know, those directories have been ineffective for a long time now, and we're wondering if there is the chance of getting penalized by google. When I asked the agency their opinion about that, they gave me the following answer -

1. Updated and optimized by us - We are partnered with these sites and control quality of these sites.
2. Unique Class C IP address - Links from unique Referring Class C IP plays a very important role in SEO.
3. Powered by high PR backlinks
4. Domain Authority (DA) Score of over 20
5. These directories are well categorized.

So they actually control those directories themselves, which we think is even worse. I'm wondering what does the Moz community think about link directory submission - is there still something to be gained there, is there any risk involved, etc.

Thanks!

[kadesmith]

Typically you can trust that gut feeling that says, if it doesn't sound right, it probably isn't.

My guess is that this firm has a flat rate that they charge and they guarantee x number of links built per month.  I'd shy away from a strategy like that.

I don't feel that you can say all link directories are bad, but I wouldn't spend much, if any, time building links in that manner.  Not sure how much you are paying for their services, but I'd probably take the $200-$400 a month and hire some content creators, a social media manager, or something that has more value.

[binpress]

Hi Kade,

Thanks for the answer. We are doing all that you said, plus we generate a lot of content internally. We hired this firm specifically for link building to augment our other efforts. Submissions to link directories are only a small part of their offering, and I was wondering what the Moz community felt about it. I hope someone has more specific information to share about this topic.

[kadesmith]

Sorry Eran, I'll try to address this more specifically:

1. As part of their plan they want to submit our site to a large list of link directories (First red flag),
2. and we're not sure if that's a good option (trust your gut).
3. As far as we know, those directories have been ineffective for a long time now (correct)
4. and we're wondering if there is the chance of getting penalized by google (small chance)
5. When I asked the agency their opinion about that, they gave me the following answer -
6. Updated and optimized by us - We are partnered with these sites and control quality of these sites. (second red flag)
7. Unique Class C IP address - Links from unique Referring Class C IP plays a very important role in SEO. (third red flag, trying to game the system is never good.  You'll eventually get caught.)
8. Powered by high PR backlinks (I love buzzwords)
9. Domain Authority (DA) Score of over 20 (Buzzwords are often code for, "as management, I'm trying to sound like I know what I'm talking about and I hope you can't see through me")
10. These directories are well categorized. (So are grocery stores...so what?)

So they actually control those directories themselves, which we think is even worse (it is). I'm wondering what does the Moz community think about link directory submission (sorry, I'm not the community, just a member of it so I can't speak for all of them) - is there still something to be gained there (not really), is there any risk involved (very little), etc (not really sure what you are looking for specifically here, but hope my answers help.)

[trainSEM]

Directories are fine, if they are terribly relevant to the niche and real people use them. They should be added slowly, no more than one per week. This particular offer, therefore, is a waste of money and a possible risk.

[NeilBelliveau]

I think directories can still be beneficial if done right and with quality ones. With that said they should be done on a limited basis and not over done.

[zoicaremus]

Hello Eran,

I'm 100% with kadesmith at each point he covers. So we are two now (small community :). I can add a few more things:

-> It's easy to fall in the "over optimized anchor text" pit when working with directories. At least if they do it like most of the people did it in the past. I had at least 1 website penalized because of these. If I were you I would approach them in this way: I would ask for what details do they need to submit to directories and then check if they would use the same anchor text in all directories. If they use the brand name as anchor text they might be aware of last changes. If not they are probably just doing it to get some money and don't really care for what happens.

-> link velocity -> is related to the historical changes in link profiles - and it mentioned by Google in some of their patents. If people submit to directories like they did in the past they will get a lot of links in a short amount of time. Google is able to detect this, and at least in theory is able to do some interesting stuff like: temporarily rank the website lower and wait to see if the owner of the website takes action to remove the links. This is not 100% confirmed, but personally I would take it into account.

So, directories are not necessarily a problem. But if they handle it the "old school" way, then probably it will be.

[AlanBleiweiss]

The most important factor here is the notion that you can go to one source for a high volume of links where the cost per link is next to nothing.  We can argue about what "next to nothing" means, however essentially if any link is not placed on a site or directory where the quality, uniqueness, authority, relevance or trust of that site / directory are strong, that individual link is suspect.

While it can be argued that a new site / directory doesn't yet have authority and thus such a site /directory can still be okay to get a link from, it means the other four signals need to be that much stronger to compensate for that lack of authority.

If the company claiming to offer these services is willing to provide you a spreadsheet listing all the directories they intend to get links for you, go ahead and look at some of those and judge for yourself.

Directories are held to an even higher standard in regard to relevance and trust because the overwhelming majority of "directories" out there are craptastic bogus scams created purely for SEO.

Of the hundreds of thousands of links I have reviewed during client audits this year, I can assure you only a small fraction of links from directories were real, and even a smaller fraction of those provided any value.

Do not get caught up in marketing nonsense.  Everything you listed in their claims about why you should trust them is a massive red flag to me that you'll get ripped off.

On a final note, while I am delighted that the previous answers here paved the warning way before I joined this discussion, I need to speak up about the potential for harm.  The potential for a penalty here is ALARMINGLY HIGH.

Relying on directory links from a company like the one that pitched you is EXTREMELY DANGEROUS in 2013. Most of the site owners who hire me to do a forensic audit have been penalized manually or algorithmically and most of those have had ugly directory link based inbound link profile madness.

[Dr-Pete]

Pretty good advice all-around here, but I just want to second Alan that the risk of this kind of focused directory-based link scheme (and it is a scheme, if they've built their own network) is very high. This is white-hat sermonizing. I'll be honest - yes, those links could help you in the short-term, and they could improve your ranking. The problem is that, if this scheme goes down, you will very likely be penalized, and you could lose everything. The SEO company will walk away, but you won't.

Solid, relevant directories, in moderation, are fine. Worst case, they may not carry the weight you want them to, and they're just part of a larger strategy. When you start gaming the system, though, you're facing the very real risk of a Capital-P Penalty.